Two Shopify Stores Built to Drive B2B Ecommerce Growth
Two conversion-driven Shopify websites for Roundtower Lime and Roundtower Hardware, built with B2B customers at the core, including a VAT toggle,
Introducing
Roundtower
Industry
B2B
Services
Shopify Design & Development, Ecommerce
Website
roundtowerhardware.comTwo B2B ecommerce stores, built to convert
Roundtower approached Limely in 2024 in need of not one, but two highly functional online stores for two distinct arms of their business: Roundtower Lime and Roundtower Hardware. We designed and developed two Shopify websites with UX and mobile responsiveness at their core, built to appeal to a B2B customer base of tradespeople and contractors.
Minimal website design that lets the products do the talking
Roundtower prides itself on the high-quality, specialist products it offers across both its Roundtower Lime and Roundtower Hardware ranges. Our designers opted for a minimalistic design style to ensure every product has the breathing room it needs to stand out. Roundtower branding is consistent and instantly recognisable across both sites, building trust with returning customers from the first click.
VAT toggle built for trade customers
As both sites are targeted at B2B customers, we added a VAT toggle to each, allowing users to browse products with or without VAT applied. This eliminated hidden costs appearing at checkout and made the purchasing experience far smoother for trade buyers who need accurate pricing from the outset.
Optimised PDPs built to drive add-to-basket
Product Detail Pages are one of the most critical elements of any successful ecommerce website. We spent time perfecting UX elements on every PDP: high-quality imagery, the seamless ability to switch between product colours and finishes, and checkout trust signals that reassure customers and encourage them to complete their purchase.
A frictionless checkout designed to close the sale
Every element of the checkout flow was refined to minimise drop-off. Clear order summaries, prominent trust signals, and a streamlined payment process reduce the steps between intent and purchase. For trade buyers placing repeat orders, a fast and familiar checkout experience is as important as the product range itself.
Responsive design for tradespeople on the go
Many Roundtower customers are tradespeople who need to browse and purchase products directly from their smartphones while on site. We built a mobile experience that prioritises speed, intuitive navigation, and a frictionless checkout, ensuring Roundtower never misses a sale due to a poor mobile experience.
